Quiz Flashcards
Répondre à des questions de cours basiques
What are the 3 levels of product ?
1) Core product value
2) Actual product value
3) Augmented product value
What is the Core product value ?
The Core product value : The main reason for wanting this product
Exemple for a car : To travel from a point to another
What is the Actual product value ?
The Actual product value : The physical second reason for wanting this product (Quality, Brand, Packaging, Features, …)
Exemple for a car : Quality interior, fuel consumption, camera, …
What is the Augmented product value ?
The non-physical second reason for wanting this product mainly services.
Exemples : Services / Phone line / Customer service / Delivery / Warranty / Repairs / Credit
What are the 7 functions of packaging ?
“THIS PSP”
The 7 functions of packaging are:
1) Transportation
2) Handling
3) Information
4) Storage
5) Protection
6) Support of the branding and the positioning
7) Promotion
What are the 7 Ps of Services Marketing which derived from the 4Ps Marketing Mix ?
The 7 Ps of Services Marketing :
1) Promotion
2) Product
3) Price
4) Place
5) People
6) Physical evidence
7) Process
Give some exemples of these 7 Ps in case the service is service in a restaurant.
1) Product = Food in a reastaurant + Atmosphere + Accessibility + Theme
2) Promotion = Sometimes in the menu
3) ¨Price = In the menu
4) Place = The restaurant or in home if there is delivery
5) People = Friendly staff, Customer involvement, Co-creation
6) Physical Evidence = Design, decor, menus
7) Process = Quick delivery
What are the 4 dimensions of brand equity suggested by Young & Rubicam ?
DR. KE
4 dimensions of brand equity :
1) Differentiation
2) Relevance
3) Knowledge
4) Esteem
What are the 3 levels of brand positioning ?
3 levels of brand positioning :
1) Product attributes
2) Product desirable benefit
3) Belief and values
What are the starting point, focus, means and ends of the selling concept ?
The selling concept :
1) Starting point = Factory
2) Focus = Existing products
3) Means = Selling and promoting
4) Ends = Profits through sales volume
What are the starting point, focus, means and ends of the marketing concept ?
The marketing concept :
1) Starting point = Market
2) Focus = Customer needs
3) Means = Integrated marketing
4) Ends = Profits through customer satisfaction
What are the 3 Marketing Mixes of the Integrated marketing mix ?
1) 7 Ps of the Services Marketing
2) 4Cs
3) 4As
What are the 4Cs which are a more consumer-orientated version of the 4Ps Marketing Mix ?
Cs/Cc/Con/Com
1) Customer solution
2) Customer cost
3) Convenience
4) Communication
What are the 4As of Marketing which help creating value for customer ?
cfcw
1) Acceptability
2) Affordability
3) Accessibility
4) Awarness
What are the 2 approaches to value ?
1) Uni-dimensional value
2) Multi-dimensional value
What is the uni-dimensional approach to value ?
The uni-dimensional approach to value is:
- Benefits (Pleasure, Utility, Esteem, Convenience, etc.)
- Costs (Price, Psychological cost, Time, Effort, etc.)
What is the multi-dimensional approach to value ?
Multi-dimensional approach to value and 3 values:
1) Utilitarian value
2) Hedonic value
3) Social value
What are the 3 components of Utilitarian value ?
CIE
Utilitarian value is composed of 3 values:
1) Convenience value
2) Informational value
3) Economic / Monetary value
What are the 4 components of Hedonic value ?
RARE
Hedonic value is composed of 4 values:
1) Recreational value
2) Aesthetic value
3) Reassurance value
4) Epistemic value
What are the 3 components of the Social value ?
ESS
Social value is composed of 3 values:
1) Esteem value
2) Social ties / Connective value
3) Social learning value
What are the 4 major segmentations ?
The 4 major segmentation are :
Which need a Generic communication :
1) Geographic
2) Demographic
Which need a Personal communication :
3) Psychographic
4) Behavioral
What are the 5 requirements for effective segmentation ?
MASDA
The 5 requirements for effective segmentation are:
1) Measurable
2) Accessible
3) Substantial
4) Differentiable
5) Actionable
What are the 4 market targeting strategies ?
4 market targeting strategies :
1) Mass or Undifferentited Marketing
2) Segmented or Differentiated Marketing
3) Niche or Concentrated marketing
4) Local, Individual or Customised marketing or Micromarketing
What are the 4 Cs / Criteria for a successful positioning strategy ?
Cla/Con/Cre/Comp
4 Criteria for a successful positioning strategy :
1) Clarity
2) Consistency
3) Credibility
4) Competitiveness
What is a ad with SUCCES ?
1) Simple
2) Unexpected
3) Concrete
4) Credible
5) Emotional
6) Stories
What are the 6 cases for New Products ?
Npl/Apl/Np/Ap (R & I)/Cr/R
6 cases of new products :
1) New product lines
2) Additions to existing product lines
3) New to the world products
4) Revisions & Improvements
5) Cost reductions
6) Repositioning
What are the 8 major stages in new product development ?
Ig/Is/CDT/MSD/BA/PD/Tm/C
Step 1: Idea Generation Step 2 : Idea Screening Step 3: Concept Development and Testing Step 4: Marketing Strategy Development Step 5: Business Analysis Step 6: Product Development Step 7: Test Marketing Step 8: Commercialization
What are the 2 price strategies ?
2 price strategies :
1) (Slow or rapid) Skimming price strategy
2) (Slow or rapid) Penetration price strategy
What is the skimming price strategy ?
Skimming price: to set a relatively high price for a product or service at first, then lower the price over time.
Exemple of Rapid Skimming strategy : Apple or Coca-Cola.
Exemple of Slow Skimming strategy : Louis Vuitton
What is the penetration price strategy ?
Penetration price: to set a relatively low price for a product or service at first, then higher the price over time.
Exemple of Rapid Penetration strategy : Ouibus
Exemple of Slow Penetration strategy : Lidl or Ryanair.
What are the 4 Types Strategic Business Units (SBUs) defined by the Boston Consultancy Group ?
The 4 types strategic business units (SBUs) / types of innovative products:
1) Star
2) Cash cow
3) Dog
4) Question mark
What is a price ?
A price is the amount of money, a dynamic and ongoing value, that a buyer gives to a seller in exchange for a good or a service.
What are the 2 Types of value-based pricing ?
2 Types of value-based pricing:
1) Good-value pricing
2) Value-added pricing
What are the 2 Types of cost-based pricing ?
2 Types of cost-based pricing:
1) Cost-plus pricing (markup pricing)
2) Break-even pricing (target return pricing)
What are the 10 price adjustments ?
Cd/Qd/Sd/Csp/Pfp/Lp/Tp/Pp/Gp/Daip
10 price adjustments:
1) Cash discount (Ex: Bills promptly paid)
2) Quantity discount (Ex: Jacques Desange)
3) Seasonal discount (Ex: Vacation sites)
4) Customer-segment pricing (Ex: Cinema for adults, students or childrean)
5) Product-form pricing (Ex: Economy and Business Class seat on a flight)
6) Location pricing (Ex: Concert hall)
7) Time pricing (Ex: Happy Hours)
8) Psychological pricing (Ex: €0.99 instead of €1)
9) Geographical pricing (Ex: Pizza delivery)
10) Dynamic and Internet pricing (Ex: Ebay)
What is the definition of distribution ?
The value delivery network composed of manufacturers, suppliers, distributors that makes a product available for use or consumption by the consumer
What is the definition of retailing ?
All the activities that adds value to the products and services sold to consumers for their personal, family, non-business use.
Levy and Weitz, 2012
What are the 3 main distribution strategies ?
Ed/Sd/Id
3 main distribution strategies :
– Exclusive distribution
– Selective distribution
– Intensive distribution
What are the 3 main channel organisations ?
3 main channel organisations are :
- Vertical Marketing System (VMS)
- Horizontal Marketing System
- Multichannel distribution system (Cross-channel & Omni-channel)
What are the 3 vertical marketing system ?
3 vertical marketing system :
1) Corporate VMS
2) Contractual VMS
3) Administered VMS
What are the 6 Ps of the retailing mix ?
6 Ps of the retailing mix :
- Merchandise (assortment) (Product)
- Price
- Advertising & Promotion
- Location (Place)
- Customer Services and Selling (Personnel)
- Store Layout, Merchandising and Design (Presentation)
What are the 6 new retail concepts ?
JGt/DPT/TiM/Pus/3Prs/Ss
The 6 new retail concepts :
1) Just Go technology
2) Digital/physical touchpoints
3) Touchpoint in mobility
4) Pop-up stores
5) Third-place retail store
6) The showroom store
What is the communication breakdown ?
Communication breakdown: Difference between Receiver’s interpretation and Sender’s Intentions
What are the 3 types of message appeals ?
REM
The 3 types of message appeals:
1) Rational
2) Emotional
3) Moral
What is the AIDA model ?
It is a model to describe the way a consumer see an ad and act to consume.
1) A - Attention
2) I - Interest
3) D - Desire
4) A - Action
What are the 3 models of connexion between customer and the brand ?
3 models of connexion between a customer and a brand :
1) The AIDA model
2) The Forrester model
3) The Mc Kinsey Model : Customer Decision Journey
What are the 2 strategies to choose promotional tools ?
2 strategies to choose promotional tools :
1) PUSH Strategy
2) PULL Strategy
What is the PUSH Strategy ?
The Push strategy is:
1) Producer markets to members of distribution channels
2) The wholesaler / the retailer do reselling marketing activities
What is the PULL strategy ?
The Pull strategy is:
1) Producer markets directly to final customer
2) Consumer demands at the retailer
3) Retailer demands at the producer
What is the IMC / Integrated marketing Communications ?
IMC - Integrated Marketing Communications is the coordination of messages across multiple communication channels to achieve a marketing objective.
What is the difference between a customer and a consumer?
Customers = People who buy the product and the people who influence the person who buy it.
Consumers = People who uses the product
